This Generation Loves M‑Commerce More Than Gen Z

by | 2 minute read

Member of Generation Y (29- to 38-year-olds) are just as much, if not more, excited about online shopping via mobile device than the younger generations, according to recent research from GfK! In its study, GfK refers to adults between the ages of 19 and 28 as members of Generation Z and says that Gen Y is still the generation that enjoys shopping on smartphones the most in the country.

In fact, within the last six months, 73% of Gen Y member used a smartphone to do some online shopping. That percentage only gets lower as the population ages though (Ages 39 to 53: 59%, ages 54 to 72: 33%). Additionally, 35% of Gen Y used tablets to shop online in that same amount of time.

It’s not just mobile shopping this generation is excited about. Mobile payments are also highly valued by this generation. Forty-eight percent of Gen Y prefers to pay with mobile devices. Why? Because, compared to other payment methods, mobile payments are:

  • Faster: 58%
  • Easier: 58%
  • More efficient: 57%

This enthusiasm doesn’t come without a touch of concern though. The security of personal information when using mobile payments is a concern of 59% of this generation.

Generation Y is more commonly known to the public as “millennials.” They not only love shopping on their mobile devices, they’re 35% more likely than other adults to find advertising on their mobile apps useful. This is according to data from AudienceSCAN from AdMall by SalesFuel. Retailers who utilize m‑commerce can advertise their product offerings, as well as the safety of their online payment systems, to this generation through mobile ads. For more information on effective advertising for this generations, as well as future purchase intent, head to their audience profile in AudienceSCAN. Then report your findings to your m‑commerce retailer clients!

Rachel Cagle

Rachel Cagle

Rachel is a Research Analyst, specializing in audience intelligence, at SalesFuel. She also helps to maintain the major accounts and co-op intelligence databases. As the holder of a Bachelors degree in English from The Ohio State University, Rachel helps the rest of the SalesFuel team with their writing needs.